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The State of Email in 2018: 5 Insights from the Litmus Marketing Team


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The email landscape is constantly changing, making it harder than ever to create high-performing email programs. New email clients, devices, unsubscribe functionality, and privacy laws will have an impact on your 2018 marketing programs.

In this webinar, the Litmus marketing team talked about what you need to succeed in a volatile industry, including our five key insights from the 2018 State of Email Report.

See how your plans stack up against some of the biggest challenges facing marketing teams and hear about the strategies and resources you need to tackle them head-on. Along the way, we shared a behind-the-scenes look at how we’re approaching those challenges here at Litmus.

Published in: Marketing
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The State of Email in 2018: 5 Insights from the Litmus Marketing Team

  1. 1. The State of Email in 2018 5 Insights from the Litmus Team
  2. 2. @LitmusApp #LitmusLive The email landscape is constantly changing. It's harder than ever to create high-performing email programs. New email clients, devices, unsubscribe functionality, and privacy laws will have an impact on your 2018 marketing programs.
  3. 3. @LitmusApp #LitmusLive We tracked 15 billion email opens + monitored major changes industry-wide
  4. 4. @LitmusApp #LitmusLive We’ll discuss: The changing email client market share and its effects How new devices affect brands and the customer experience A growing trend of easier unsubscribes Taking advantage of (or ignoring) major design trends The effects of new anti-spam and privacy regulations 1 2 3 4 5
  5. 5. Justine Jordan VP of Marketing Litmus Jaina Mistry Email Marketing Specialist Litmus Jason Rodriguez Community Evangelist Litmus Chad S. White Research Director Litmus Kevin Mandeville Product Manager Litmus
  6. 6. Mobile dominates the email client market share 1
  7. 7. @LitmusApp #LitmusLive Supporting Evidence
  8. 8. @LitmusApp #LitmusLive Responsive design is the status quo
  9. 9. @LitmusApp #LitmusLive 43% said they’ve marked a brand as spam 51% said they’ve unsubscribed
  10. 10. @LitmusApp #LitmusLive Gmail gained 6% market share in 2017
  11. 11. @LitmusApp #LitmusLive What does every brand need to know about mobile email?
  12. 12. Changing email devices impact brand reputation & customer experience 2
  13. 13. @LitmusApp #LitmusLive 20+ New Email Clients in 2017
  14. 14. @LitmusApp #LitmusLive
  15. 15. @LitmusApp #LitmusLive Message clipping HTML5 video Web fonts Interactivity Blue links Scaling issues 😡 😡 😡 😡 😡 😡
  16. 16. @LitmusApp #LitmusLive Media queries Background images Animated GIFs New UI ✓ ✓ ✓ ✓
  17. 17. @LitmusApp #LitmusLive What impact do changing email clients have on brands?
  18. 18. It's easier than ever for people to unsubscribe from your list 3
  19. 19. @LitmusApp #LitmusLive A brief history Microsoft debuts list-unsubscribe functionality Gmail does a limited rollout of a native unsubscribe link Gmail fully rolls out their native unsubscribe links to all users Apple introduces “Easy Unsubscribe” Inbox by Gmail and Yahoo! Mail introduce unsubscribe recommendations 2007 2009 2014 2016 2018
  20. 20. Gmail Examples
  21. 21. Apple Mail on iOS Yahoo! Mail Inbox by Gmail Examples
  22. 22. @LitmusApp #LitmusLive Poor inactivity management?1 2 3 Difficulty unsubscribing?
 Decluttering the inbox?
 What are unsubscribe recommendations trying to address?
  23. 23. @LitmusApp #LitmusLive
  24. 24. @LitmusApp #LitmusLive
  25. 25. @LitmusApp #LitmusLive
  26. 26. @LitmusApp #LitmusLive What are unsubscribe recommendations trying to address? Poor inactivity management? Focus on onboarding & purging "never-actives" 1 2 3 Difficulty unsubscribing? Focus on opt-out link visibility & preferences
 Decluttering the inbox? Focus on relevance (optimizing content + frequency)

  27. 27. @LitmusApp #LitmusLive What should marketers keep an eye on going forward?
  28. 28. You don't have to take advantage of every new trend 4
  29. 29. @LitmusApp #LitmusLive Top email design trends in 2018
  30. 30. @LitmusApp #LitmusLive Interactive email usage
  31. 31. @LitmusApp #LitmusLive Interactive email elements used
  32. 32. @LitmusApp #LitmusLive Email marketing priorities for 2018
  33. 33. @LitmusApp #LitmusLive The biggest email marketing challenges of 2018
  34. 34. @LitmusApp #LitmusLive What trends should email marketers focus on?
  35. 35. You need to take new regulations like GDPR seriously 5
  36. 36. @LitmusApp #LitmusLive What is GDPR? The General Data Protection Regulation (GDPR), the EU’s new privacy law, aims to bring order to a patchwork of privacy rules across the EU GDPR will affect every company that uses personal data from EU citizens Deadline to comply: May 25th, 2018—and non-compliance can lead to fines of up to €20 million or 4% of revenue 1 2 3
  37. 37. @LitmusApp #LitmusLive Consent requirements under GDPR Consent requires a positive opt-in—don’t use pre-ticked boxes Keep consent requests separate from other terms & conditions Make it easy for people to withdraw consent—and tell them how to do it Keep evidence of consent—who, when, how Check your consent practices and your existing consents 1 2 3 4 5
  38. 38. @LitmusApp #LitmusLive What can brands expect after GDPR is instituted?
  39. 39. Takeaways
  40. 40. @LitmusApp #LitmusLive Mobile is more important than ever New and updated email clients can dictate how you approach email strategy, design, and development Don't fear unsubscribes You don't have to follow every trend, use what makes sense for your audience GDPR has the potential to be good for brands, not just subscribers 1 2 3 4 5
  41. 41. Questions & Answers
  42. 42. Thank you! Check out the Litmus blog soon for the webinar recording and slides. Follow us for more research: @LitmusApp